Before a couple of week ago, I didn’t know Patagonia from J. Crew or J.Peterman. But a friend of mine schooled me on what they are all about and I was mighty impressed.

Besides being dedicated to the sports their clothing apply to (the so-called silent sports) and innovative design for said clothing, they also show a strong commitment to grassroots environmental activism and the human (not corporate) scale. From green buildings to grants to enviro-internships, Patagonia is practicing what they preach. And good for them.

Need some comfortable outdoor clothing? Then check out their website. 1% of sales go to the preservation and restoration of the natural environment (18 million dollars and counting).